Phedra wanted an alternative to a model that constantly pitted company success and customers success against each other. To sir richard, the inherent problem with the airlines was the adversary relationship they'd built with their customers. They had forgotten to put human dignity at the centre of the user experience. Rectify that, and you would automatically become competitive. But she wasn't looking to cater to the jet setting crowd. Driven by a sense of justice, she wanted a way to insure best outcomes for people who might not even be able to afford an airplane ticket. So how could she build a product that was both essential and non exploitative for the type of customer she had in mind? She found